You're a new business owner. How can you use creativity to make your brand stand out?

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As a new business owner, you might feel overwhelmed by the competition and the challenges of building a loyal customer base. You know that insurance is a vital service, but how can you make your brand stand out from the rest? The answer is creativity. Creativity is the ability to generate new and original ideas that solve problems, add value, or inspire others. In this article, you will learn how to use creativity to enhance your brand identity, marketing strategy, and customer experience.

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Brett M.

1 Define your brand purpose

The first step to being creative is to have a clear vision of what your brand stands for and why it exists. Your brand purpose is the core reason that motivates you and your team to provide insurance solutions to your customers. It should reflect your values, your passion, and your unique selling proposition. Your brand purpose will help you create a consistent and authentic voice, tone, and message across all your communication channels. It will also help you attract and retain customers who share your vision and trust your brand.

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Jack Grove

Founder at Sabreli Systems | Helping Life & Health Insurance Agents Accelerate Their Growth. On a Mission to Help 10,000 Agents by 2029.
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Your brand's purpose is what drives you, and your team, to offer insurance solutions to the clients you serve. It reflects your values, passion, and what sets you apart. Defining your brand's purpose helps you maintain a consistent message in all communications with leads and clients. It also helps you attract, convert, and retain clients who believe in your purpose and your "why".

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2 Explore your brand personality

The second step to being creative is to express your brand personality in a way that resonates with your target audience. Your brand personality is the set of human traits that define how your brand behaves, speaks, and looks. It should match your brand purpose and differentiate you from your competitors. You can use tools such as the brand personality spectrum or the brand archetype model to identify and describe your brand personality. For example, you might be a friendly, helpful, and reliable brand, or a bold, adventurous, and innovative brand. Once you have your brand personality, you can use it to guide your visual identity, your tone of voice, and your brand story.

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3 Experiment with your marketing mix

The third step to being creative is to test and try different ways of reaching and engaging your potential and existing customers. Your marketing mix is the combination of the four Ps: product, price, place, and promotion. You can use creativity to optimize each element of your marketing mix and create a unique value proposition for your customers. For example, you can offer personalized or customized insurance products, use dynamic or flexible pricing models, leverage online or offline channels, or use storytelling or gamification techniques to promote your brand.

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4 Solicit feedback and ideas

The fourth step to being creative is to invite feedback and ideas from your customers, employees, partners, and other stakeholders. Feedback and ideas can help you improve your products, services, processes, and strategies. They can also spark new insights, opportunities, and innovations. You can use various methods to collect feedback and ideas, such as surveys, interviews, focus groups, suggestion boxes, brainstorming sessions, or online platforms. You should also acknowledge, reward, and implement the feedback and ideas that align with your brand purpose and goals.

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5 Learn from your failures

The fifth step to being creative is to embrace your failures and learn from them. Failures are inevitable and valuable in the creative process. They can help you identify your strengths and weaknesses, test your assumptions and hypotheses, and discover new solutions and possibilities. You should not be afraid or ashamed of failing, but rather see it as a learning opportunity and a chance to grow. You should also analyze your failures, document your learnings, and apply them to your future actions and decisions.

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6 Keep your creativity alive

The sixth and final step to being creative is to maintain and nurture your creativity over time. Creativity is not a one-time event, but a continuous and dynamic process. You should always be curious, open-minded, and willing to try new things. You should also seek inspiration, challenge yourself, and collaborate with others. You should also celebrate your successes, reward your efforts, and have fun. Creativity is a powerful asset for your brand, and you should use it to your advantage.

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Brett M.
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Work with artists who understand your brand mission, value, and vision at an expert level. I say artists because your brand look/feel can be so much richer when you seek out creative partners who are willing to undertake your brand journey with you with outside the box solutions. Having a brand that stands out in a good way for meaningful reasons brings a quality that you simply can’t quantify—I say this as the founder of a comic book inspired insurance communications firm!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're a new business owner. How can you use creativity to make your brand stand out?

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1 Define your brand purpose

2 Explore your brand personality

3 Experiment with your marketing mix

4 Solicit feedback and ideas

5 Learn from your failures

6 Keep your creativity alive

7 Here’s what else to consider

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